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2 | P a g e 17TH SHCA RESEARCH COLLOQUIUM 2023 21st – 22nd December 2023 Program Book & Abstract School of Hospitality & Creative Arts
3 | P a g e 17TH SHCA RESEARCH COLLOQUIUM 2023 Abstract Book Organized by School of Hospitality & Creative Arts 21st – 22nd December 2023 MANAGEMENT & SCIENCE UNIVERSITY (MSU)
4 | P a g e Welcome Note DEAN OF SCHOOL HOSPITALITY & CREATIVE ARTS MR AZIZUL BIN JAMALUDDIN Bismillahirrahmanirrahim Assalamualaikum Warahmatullahi Wabarakatuh Alhamdulillah, praises to Allah S.W.T. for the undertaking of this 16th SHCA Research Colloquium 2023. I would like to express my sincere appreciation to all those who are involved. in making this colloquium a success, especially the organizing committee members. Congratulations to SHCA research committee for taking the initiative to cooperate in holding. this important colloquium. I am proud that the students able to take the challenge to participate in the discussions through the presentation of papers in this colloquium. I extend my appreciation to all panel that are members of the academic lecturer, researchers, and professionals in the development field and have contributed relevant ideas and knowledge on 16th SHCA Research Colloquium 2023. Lastly, I also want to congratulate everyone for participating in this program and through your Participation in this colloquium has become a successful endeavor. Thank You
5 | P a g e INTRODUCTION The School of Hospitality & Creative Arts at Management & Science University is hosting the 16th SHCA Research Colloquium 2023. This serves as a platform where students from tourism and hospitality can learn, share information, and gain experience, particularly about advanced studies in this field. The main goal of this event is to encourage students from the School of Hospitality & Creative Arts to share their knowledge and ideas with each other.
6 | P a g e OBJECTIVE This colloquium bears with various important objectives to be achieved. To meet the requirements of the subject. To acquire a deeper understanding of the event and tourism industry. To enhance knowledge through research endeavors. To showcase the research conducted by each participant over the entire semester. To accumulate valuable experience in organizing an event.
7 | P a g e ORGANIZING COMMITTEE 17h SHCA RESEARCH COLLOQUIUM 2023 Executive Committee Patron: Prof. Tan Sri Dato’ Wira Dr. Mohd Shukri Ab Yajid Dean: Mr. Azizul Bin Jamaludin Program Advisor: Mdm. Noor Aishah Bte Abu Bakar Top Committee Project Manager: MUHAMMAD ASWAD BIN ZAKARIA Secretary: GHIDA BASSEM SULEIMAN Treasurer: MELISSA Committee Department 1. Documentation: DALAL MANSSOUR ALQAHTANI 2. Logistics: MUHAMMAD HAKIM DANIAL BIN AZLI 3. Media: SYED MUHAMMAD HELMI 4. Gifts & sponsorship: JANA NIDAL ALHALABI, MARYAM, AREEJ, SHUGHANYAH D/O SUPAYA
8 | P a g e THE SHCA RESEARCH COLLOQUIUM 2023 Date: December 2023 DAY 1 VENUE: U – PLAZA TIME ACTIVITY 08:30am – 09:00am Presenter Registration 09:00am – 01:30pm Management Research Presentation 01:30pm – 02:30pm Break 02:30pm – 05:30pm Management Research Presentation DAY 2 TIME ACTIVITY 2:00pm - 2:30pm Registration 2:30pm - 3:00pm launching activities 3:00pm - 4:00pm Arrival of VIPs 4:00pm - 4:30pm Launching Gimmick 4:30pm-6:00pm lucky draw closing event photo session End of session
9 | P a g e COLLOQUIUM - MANAGEMENT RESEARCH COLLOQUIUM - MANAGEMENT RESEARCH NO RESEARCH TITLE PRESENTERS MUHAMMAD FIRDAUS BIN OMAR DESMOND SOH JUN MING REGIONAL FOOD CONSUMPTION PATTERNS AND TRENDS IN SHAH ALAM 1. NUR SYAMIMI TASNEEM BINTI ISHAK SITI NUR ATHIRAH BINTI ABD RAUF CULTURE BITES: REALITY OF FOOD TRUCKS IN SHAH ALAM 2. NURULSYAHIRAH MURNI BT HILMI MUHAMMAD AQIL BIN ZAMINRA THE MOTIVATION OF LEARNING ART AND CULTURE DURING ADVENTURE ACTIVITY AMONG MSU STUDENTS 3. THUWAIBAH BINTI HASSAN BASRI FOOD SAFETY AND SANITATION AWARENESS IN MAKING MALAY TRADITIONAL DESSERT AMONG GENERATION Z 4. RASHVEENNAIR KESAVAN LOW KOK HYEE THE ROLE OF UTILIZING FOREIGN LANGUAGE IN HOSPITALITY AND TOURISM INDUSTRY 5. DAYANGKU ADILA BINTI AG MOHAMAD IQQAH BINTI JEFRI SUSTAINABLE CONSUMPTION: HOW DOES SOCIAL MEDIA AFFECT ON THE CULTURAL FOOD CHOICES? 6. AMYLIA AFRINA BATRISYIA BINTI MOHD AZLAN MARDHIYYAH BINTI ZAHARI ETHIC FOOD CONSUMPTION INTENTION AT THE TOURING DESTINATION: A MALAYSIA PERSPECTIVE AMONG LOCAL TOURIST IN SELANGOR 7.
10 | P a g e AIZUDDIN AFIF BIN ZAILANI JARED DORAN SIDIN AWARENESS OF ART AND CULTURE RECREATION AMONG MSU FINAL YEAR STUDENTS 8. IRDEENA BALQIS BINTI MOHD SHAFANI CAREENA ANNE A/P SIVARAMAN RISK MANAGEMENT: THE STUDY OF CROWDS MANAGEMENT FOR MUSIC FESTIVALS IN MALAYSIA 9. NUR HUMAIRA BATRISYIA BINTI AHMAD JAMIL NOR ATHIRAH DAMIA BINTI AHMAD KAMEL THE IMPACTS OF CULTURAL FESTIVAL ON SOCIAL WELLBEING - A STUDY ON RAINFOREST MUSIC WORLD FESTIVAL 10. THE ROLE OF UTILIZING FOREIGN LALITHAMBIGAI BASKAR LANGUAGE IN HOSPITALITY AND TOURISM INDUSTRY 11. NURUL HAFIZA BT MD BUHARI ZULAIKHA NUR BT SHAHAMIR FARIZ CULTURE HERITAGE TOURISM: DETERMINANTS OF BEHAVIOURAL INTENTION TO VISIT A HISTORICAL DESTINATION AMONG GEN Z 12. IMPACT OF NATIONAL CULTURE ON FLAG TIRTHANA VAISHNAVI CARRIER OPERATION: CASE OF MALAYSIA 13. NUR IMAN NATASYA BINTI ZAMANI NUR AFIQAH BINTI YUSUF THE RELATIONSHIP BETWEEN HEALTHY WORK ENVIRONMENT AND JOB SATISFACTION IN HOTEL INDUSTRY 14. NUR AL-HAFIZAH AKHTAR BT MOHD ZAID SUKPRIYA NILRAT A/P ARI THE IMPACT OF ECOTOURISM ON ENDEMIC TOWARD FUTURE TRAVEL INTENTIONS : STUDY ON KELANTAN TRAVELLERS 15. NOOR FARAH HANIM BINTI SHAARI THAMARAI SELLVI A/P MATHIVANAN THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN INDUSTRY 16. SITI NURHUMAIRA BINTI MOHD ROSLI DETERMINANTS OF REVISIT INTENTION IN KOTA BHARU, KELANTAN 17.
11 | P a g e THE ROLE OF UTILIZING FOREIGN AIDA YASMIN BINTI ARIFFIN LANGUAGE IN HOSPITALITY AND TOURISM INDUSTRY 18. ARIFFAH NASUHA BINTI NASIR NUR YASMIN WAHIDA MOHAMAD PADZIL INSTAFAMOUS INFLUENCE TOWARDS ATTENDEES' PARTICIPATION - A STUDY OF CULTURAL FESTIVAL IN KUALA LUMPUR 19. SYAFIZA SYAHANA BINTI SOPHIE NUR ALYAA BINTI MOHD ZAMANI THE INFLUENCE OF KELANTANESE HERITAGE FOOD ON BEHAVIORAL INTENTIONS AMONG MALAYSIAN DOMESTIC TOURISTS 20. SITI ZULAIKHA BINTI MAZLAN SOFIA BINTI MOHD YUNOS SYAREENA BT MOHD JOHAR TIKTOK: THE IMPACT OF SHORT VIDEO APPS ON HERITAGE TOURIST DESTINATIONS 21. USER INTENTION TOWARDS A MUSIC MOHAMAD SYAFIQ BIN RAMLI STREAMING 22. MUHAMMAD HAZIM BIN ZAIDI MUHAMMAD HAZIM BIN MOHAMMAD JOHARI THE INFLUENCE OF INSTAGRAM POSTING ON GENERATION Y AND Z BEHAVIOR 23. YUVENDARAA RAO A/L RAUICHANDRAN NUR SYAFIQA DANIA BINTI MOHAMAD SHUHAIRI GENERATION Z MOTIVATION TOWARDS HERITAGE SITE IN SELANGOR 24. NURFARISYA BINTI MUHAMED THE EFFECTS OF ENGLISH PROFICIENCY ON MALAY EMPLOYEE WILLINGNESS TO ACCEPT INTERNATIONAL ASSIGNMENTS. 25. EIZAH ERIYANA BINTI SUZARE NARESH NALEXIUS A/L NAGENDRARAO SATISFACTION OF CULTURE AND HERITAGE LEARNING EXPERIENCE DURING RECREATION ACTIVITY 26.
12 | P a g e NABILAH BINTI ABDUL RAZAK RAFIQIN LIYANA BINTI RAZMIN RECOGNITION , ATTITUDES AND PREFERENCE OF TRADITIONAL FRUITS INTAKE AMONG GEN-Z IN SHAH ALAM 27. AINA NADZIHA BINTI BAHARUDDIN NUR SABRINA BINTI AHMAD ZAKUAN HERITAGE TOURISM: THE EFFECT OF HERITAGE BRAND IN TOURIST'S SATISFACTION 28. ALIFF IMRAN BIN RUSLI CHYRIL GARRY PETER PENETRATION OF MODERN CONVENIENCE STORES IN MALAYSIA: THE ATRRIBUTES OF THEIR GROWTH 29. MUHAMMAD SHAH NEEZUAN AZIZUL RAHEEM BIN MARZUKI VISITORS' CULTURAL EXPERIENCE AT MUSEUM ORANG ASLI PULAU CAREY 30. DENESH KUMAR A/L SIVALINGAM MUHAMMAD AZMIRUL AIMAN BIN TARUS @ DARUS THE ROLE OF LOCAL FOOD IN SHAH ALAM : FOCUS ON KNOWLEDGE AND FOOD PROMOTION 31. HUMAIRAH BINTI MOHD FAIZAL NUR AIESHA BINTI ABDUL RASHID THE EFFECTIVENESS OF COMMUNITY ENGAGEMENT PROGRAM TOWARDS URBAN POOR COMMUNITY DEVELOPMENT: A STUDY OF MSU MYNEIGHBOURS PROGRAM 32. NURFARISHA SYAMIN BINTI ROSLAN THE MOTIVATION OF SPECIAL EVENT VISITORS INTERACTING IN CULTURAL EVENTS 33. MARSHALL NEO PETOL AIMAN NASUTION BIN ABAS NASUTION THE EFFECTS OF RECREATIONAL ACTIVITIES TOWARD CULTURE AND HERITAGE AS A LEARNING EXPERIENCE AMONG MSU STUDENTS 34. NURSYUHADA BINTI MOHD GHANI NUR FATIN NABILA BINTI MOHD HANAFI FACTOR INFLUENCE THE ACCEPTANCE MOBILE APPLICATION IN DIGITAL TOURISM AMONG GEN X 35. MUHAMAD FAKHRI BIN BADRUL HISHAM TOURIST SATISFACTION MEASUREMENT IN CAMERON HIGHLANDS PAHANG 36.
13 | P a g e IRYANI FATINI BINTI IDHAM NOR SALFINA BINTI SAID THE AWARENESS OF MUSLIM WOMEN ON SYARIAH COMPLIANTS SPA CONCEPT IN KLANG,SELANGOR 37. INTERPRETATION OF NUSANTARA ANIS BINTI SALAHUDDIN CHILDHOOD NOSTALGIC 38. 39. THE TENETS OF MAH MERI TRADITION HAZIRAH ATIKAH BINTI SUHAINI NURSARAH SHAZWANI BINTI SHARIFUDDIN 40. MARITIME TRADES OF NUSANTARA SITI MALIYANAH BINTI HASNIZAM THE EVOLUTION OF PERANAKAN HERITAGE 41.
14 | P a g e COLLOQUIUM - RESEARCH METHOD NO RESEARCH TITLE PRESENTER NOOR NAZEERAH BEE BINTI MUHAMMAD ALI ARUMUGAM ARRUMI SAKINAH BINTI NORSALLEHUDDIN AHMAD DANIEL BIN AHMAD YUSRI THE PERCEIVED IMPACT OF SOCIAL MEDIA USE ON COGNITIVE AND SOCIAL FUNCTIONING TOWARDS ONLINE FOOD SHOPPING 1. INTAN ELYANA BINTI ISHAK MUHAMMAD HAKIMI BIN BORHANUDDIN MUHAMAD NUR HAZIQ BIN ABDUL HARIS RESPONSIBLE CONSUMPTION IN FOOD INDUSTRY: COMPARING DIFFERENCES BETWEEN GENERATIONS AMONG SHAH ALAM CONSUMERS 2. VAANMATHY A/P M MURUGAN IRDINA BINTI NAZLI THE EFFECT OF ENVIRONMENTAL ELEMENTS ON CUSTOMER PROPENSITY TO BUY ORGANIC BAKERY INGREDIENTS. 3. NUR SARAH AMYLEA MOHD DANIAL LEONG VIVIAN SIOW YI WEN THE INFLUENCE OF TIKTOK TOWARDS THE INTENTION TO VISIT GHOST TOURISM SITES 4. ARYSSA AAINA KANDAN DAYANGKU HANIS SOFEA BINTI MOHD HANIFAH USE OF NORMAL BUTTER OR MARGARINE TOWARDS SUSTAINABILITY IN PASTRY AND BAKERY PRODUCTS. 5. INGRID CHARLOTTE ANAK IGNATIUS MELAKA FOO FANG HUI DESTINATION FOOD IMAGE ON BEHAVIORAL INTENTIONS: CULINARY TOURISM BEHAVIOR IN MELAKA 6. SITI FATIMATU ZAHRAH BINTI AZMAN SYAZA EZZAYANI BINTI ZULKIFLI ANALYZE THE ROLE OF TECHNOLOGY IN ENHANCING THE SUSTAINABILITY AND VISITOR EXPERIENCE IN TOURISM 7. MUHAMMAD AMINUDDIN ISKANDAR BIN ROSMI NUR SHAHIZZAH BINTI SUHANAN SUSTAINABILITY IN CONTROLLING SYNTHETIC COLORS USED IN PASTY AND BAKERY SECTOR 8. MIMI SAODAH BARIAH BT ZULKEFLEE NUR ATEEQAH REEZA BINTI ASRUL RIZAL INVESTIGATING SOCIAL MEDIA VIRALITY AND CONSUMER FOOD SELECTION: A CASE STUDY OF TURKISH DELIGHT (KUNNAFA) ACCEPTANCE IN KLANG VALLEY 9. NOOR AMISYA SYAKIRA BINTI BAKHTIAR SANJINI A/P K. RAMKUMAR PANASHE REGITA CHIBONDO CONSUMER' ACCEPTANCE OF EDIBLES FOOD PACKAGING 10.
15 | P a g e SITI NUR AISYAH BINTI ZULKIFLI AISHAH MADIHAH BINTI MUHAMAD YUSUF PASTRY AND BAKERY SHOP READINESS TOWARDS SUSTAINABLE INNOVATION IN REDUCE PACKAGING WASTE 11. AMIR NAUFAL BIN MOHD HAFEZ NURUL LIANA NATASYA BINTI MOHD ZAMRI THE RELATIONSHIP BETWEEN SOCIAL MEDIA AND SUGAR CRAVING AMONG GEN- Z: A GENDER STUDY 12. HUMAM AZRAI BIN MASHUDI TALISA BINTI MAURICE AZLAN MUHAMMAD IZZUDDIN BIN HASSAN EFFECTIVENESS OF DIGITAL MARKETING TOOLS FOR PROMOTING GASTRONOMIC BRANDS 13. SAASHWIINI A/P BASHKERAN NURSYAHIRA IZZATI BINTI AHMAD AL JUHARI DIGITAL MARKETING ROLES IN SUSTAINING HERITAGE SITES 14. NAZARITH SOFEA BINTI SHAIFUL AZMI RAHAH NABILAH BINTI ABDUL RAHMAN BASIC FOR SPECIAL DIETS: THE POPULARITY AND ACCEPTANCE OF THE CONCEPT IN THE MARKET 15. AZRAF FAIZZ BIN AZRUL IZHAM AI AND MUSIC COMPOSITION FOR SUSTAINABLE THEMES: INVESTIGATE HOW ARTIFICIAL INTELLIGENCE CAN BE USED TO COMPOSE MUSIC THAT ADDRESSES SUSTAINABLE DEVELOPMENT THEMES, FOSTERING GREATER AWARENESS AND ENGAGEMENT 16. MUSIC PRESERVATION AND CHERN KA KEAT CULTURAL HERITAGE: EXAMINE THE ROLE OF MUSIC TECHNOLOGY IN PRESERVING ENDANGERED MUSICAL TRADITIONS AND CULTURAL HERITAGE, PROMOTING THE SDG OF PRESERVING CULTURAL DIVERSITY 17. SHAARVEEN A/L ACHUTHAN MUSIC AND SUSTAINABLE TOURISM: EXPLORE HOW MUSIC FESTIVALS AND EVENTS CAN BE DESIGNED TO PROMOTE SUSTAINABLE TOURISM PRACTICES WHILE CELEBRATING LOCAL CULTURE AND MUSIC. 18. AHMAD IDHAM HAIQAL BIN AHMAD TAJUDIN MUSIC AND MENTAL HEALTH: EXPLORE THE USE OF MUSIC TECHNOLOGY IN THERAPEUTIC SETTINGS AND HOW IT CAN CONTRIBUTE TO MENTAL HEALTH AND WELL-BEING, ALIGNING WITH THE SDG OF PROMOTING GOOD HEALTH AND WELL-BEING. 19.
16 | P a g e PAVITHRAN A/L RAMASAMY AHMAD FARHAN BIN AZLI FAMILY TRADITIONAL MALAY DESSERT BUSINESS SUSTAINABILITY: AN ANALYSIS ON ITS CONTRIBUTING SUCCESS FACTORS 20. NURIN MARSYA BINTI ZULKEFLI MUHAMMAD AMSYAR BIN AIZUDDIN SUSTAINABLE EVENT TECH: EXPLORING ATTENDEES' ECOFRIENDLY ADOPTION 21. PONNMALAR A/P LOGANATHAN MUHAMMAD BAZLI HADIF BIN MOHD ZUHRI MUHAMMAD AIMAN IZANI BIN MOHD HAZANI THE ARRIVAL OF ROBOTIC WAITER IN RESTAURANT: INTEGRATING TRUST, RISK AND SATISFACTION 22. PUTERI NUR'AIN NABILA BINTI IDERIS FADZLIN NAJWA BINTI RAHIM QAIRIN UMAIRAH BINTI AHMAD IBRAHIM INVESTIGATING THE RELATIONSHIP BETWEEN VIDEO DURATION AND PERCEIVED RETENTION IN TIK TOK MARKETING: A CASE OF SOCIAL MEDIA FOOD REVIEW 23. YATISH KANTH A/L K.ATHMA KANTH THE INFLUENCE OF SOCIAL MEDIA TOWARDS THE BEHAVIOURS OF THR HOTEL CONSUMERS 24. ALYA HANA BINTI AMINNUDIN ALYA FARISYA IZZATI BINTI ROSLI FACTORS INFLUENCING JOB SEEKERS' INTENTION TO USE ONLINE RECRUITMENT WEBSITES 25. NOR DALILAH FITRI BINTI ROSLI AFRINA SYASYA BINTI AHMAD FADZLI FARAH AQILAH BINTI KAMARUL AZWAN THE CONSTRUCTION AND RECONSTRUCTION OF GENDER AND IDENTITY THROUGH FOOD IN MALAYSIA 26. NADRAHTUL NIESYA BT ZULHAIRY MUHAMMAD FARIHIN BIN MOHD FAIZAL SITI SUKMA BINTI ZAROMI THE EFFECTIVENESS OF SOCIAL MEDIA FOR MARKETING TO HOME BASED BUSINESS 27. AYSHA FARHANA BINTI ABDUL HAMID NUR SAKINAH IYLIA BINTI RIDZWAN RESTAURANT CONSUMER PREFERENCES IN USING SELFSERVICE KIOSK: A STUDY ON QUICK SERVICE RESTAURANT 28. WANHAIRUL HAIKAL BIN WANSUHAIMI MUHAMMAD ADAM DANIAL BIN ROSLAN THE PULL FACTORS THAT INFLUENCE THE DECISION TO CHOOSE HOMESTAY WHEN TRAVELLING BY GENERATION Z 29. NUR REGINA BATRISYIA BINTI DANIAL LEE NURNAZZIFA BINTI NZARI A HOTEL GUESTS' FAMILIARITY, ATTITUDES AND BEHAVIOURS TOWARDS THE SUSTAINABILITY PRACTICES IN KLANG VALLEY AREA 30.
17 | P a g e NUR ELYSSA BINTI ZAIDI AMIN FARHAN BIN JAMALUDDIN THE EVALUATION OF CUSTOMER SATISFACTION IN USING CUSTOMER SERVICES CHATBOT ON HOTEL WEBSITES 31. NUR ATHIRAH FARHANA BINTI MOHD FAUZI DIVASHINI SATYANANTHAN DETERMINATION OF USING QR CODE IN FOOD AND BEVERAGE ESTABLISHMENT AMONG GEN X 32. SYED ARSYAD IDID BIN SYED MOHAMMED IDID NUR ATHIRAH BINTI AHMAD BAKTI NUR NAJWA BINTI ZULFIRAUS SUSTAINABILITY OF NATURAL ENVIRONMENT: MEASUREMENT OF ATTITUDE TOWARD PURSUIT OF RECREATIONAL ACTIVITY 33. AMIER IRSYAD BIN HAIROL KAMAL FACTORS ON CHOOSING FOOD DELIVERY APPS 34. IRIS MENG KERR SHIN ASHVINITHA A/P SAKTIVEL CONSUMER ACCEPTANCE TOWARDS ONLINE BOOKING SYSTEM FOR SPA TREATMENTS 35. ELLISHA HARDY BINTI IMRAN HARDY SUSTAINABLE MATERIALS IN INSTRUMENT MANUFACTURING: RESEARCH THE USE OF SUSTAINABLE AND ECO-FRIENDLY MATERIALS IN THE PRODUCTION OF MUSICAL INSTRUMENTS,SUCH AS GUITARS MADE FROM RECLAIMED WOOD OR 3D-PRINTED INSTRUMENTS USING BIODEGRADABLE MATERIALS. 36. SOFIA ROBEATUL ADAWIYAH BINTI KHAIRUL ANUAR E-WASTE IN MUSIC TECHNOLOGY: ANALYZE THE ENVIRONMENTAL IMPACT OF ELECTRONIC WASTE GENERATED BY THE MUSIC INDUSTRY AND EXPLORE WAYS TO RECYCLE OR REPURPOSE ELECTRONIC MUSIC EQUIPMENT. 37. SOUNDSCAPES IN URBAN PLANNING: ALLENNIE PANG STUDY HOW SOUNDSCAPES CREATED THROUGH MUSIC TECHNOLOGY CAN BE INTEGRATED INTO URBAN PLANNING TO IMPROVE THE QUALITY OF LIFE IN CITIES, ALIGNING WITH SDG 11 (SUSTAINABLE CITIES AND COMMUNITIES). 38. REMOTE COLLABORATION IN MUSIC NATHAN YESHUA MORRIS PRODUCTION: EXAMINE HOW DIGITAL TOOLS AND TECHNOLOGY ENABLE MUSICIANS TO COLLABORATE REMOTELY, REDUCING THE NEED FOR TRAVEL AND PROMOTING SUSTAINABLE PRACTICES 39. NUR AMIRAH BINTI AHMAD ZAMRI RENEWABLE ENERGY-POWERED MUSIC FESTIVALS: INVESTIGATE HOW MUSIC FESTIVALS CAN TRANSITION TO USING RENEWABLE ENERGY SOURCES LIKE SOLAR AND WIND POWER TO REDUCE THEIR CARBON 40.
18 | P a g e FOOTPRINT AND PROMOTE SUSTAINABLE DEVELOPMENT. ARIEF DANIAL BIN SARODIN MUSIC EDUCATION AND SOCIAL INCLUSION: INVESTIGATE HOW MUSIC TECHNOLOGY CAN BE USED TO PROVIDE MUSIC EDUCATION TO UNDERSERVED COMMUNITIES, PROMOTING INCLUSIVITY AND ACCESS TO CULTURAL ENRICHMENT. 41. MOHAMMAD AFIF FADLULLAH BIN SHAROM MUSIC AND CLIMATE CHANGE AWARENESS: INVESTIGATE HOW MUSIC TECHNOLOGY CAN BE HARNESSED TO RAISE AWARENESS ABOUT CLIMATE CHANGE AND PROMOTE SUSTAINABLE BEHAVIORS AMONG AUDIENCES. 42. MOHAMMAD DANIEL BIN AZERIN LAZARUS LABANG ANAK MEKAR IRDINA ZAKIRA BINTI JOHARI INVESTIGATING BEHAVIORAL INTENTION TOWARDS SERVICE ROBOTS AT RESTAURANTSFOR TRAVEL AND PROMOTING SUSTAINABLE PRACTICES 43. ADAM ZULKIFLI BIN AMRAN MUHAMMAD IKRAM BIN BAKRY LUQMAN HADI BIN MOHD ZUKI PREFERENCE FOR AND CONSUMPTION OF TRADITIONAL AND FAST FOODS AMONG ADOLESCENTS IN MALAYSIA 44. MUHAMMAD AKMAL BIN AZAHAR The Role of Social Media to Sustainable Outdoor Recreation Awareness 45. AZRAF FAIZZ BIN AZRUL IZHAM AI AND MUSIC COMPOSITION FOR SUSTAINABLE THEMES: INVESTIGATE HOW ARTIFICIAL INTELLIGENCE CAN BE USED TO COMPOSE MUSIC THAT ADDRESSES SUSTAINABLE DEVELOPMENT THEMES, FOSTERING GREATER AWARENESS AND ENGAGEMENT 46. MUSIC PRESERVATION AND CHERN KA KEAT CULTURAL HERITAGE: EXAMINE THE ROLE OF MUSIC TECHNOLOGY IN PRESERVING ENDANGERED MUSICAL TRADITIONS AND CULTURAL HERITAGE, PROMOTING THE SDG OF PRESERVING CULTURAL DIVERSITY 47. SHAARVEEN A/L ACHUTHAN MUSIC AND SUSTAINABLE TOURISM: EXPLORE HOW MUSIC FESTIVALS AND EVENTS CAN BE DESIGNED TO PROMOTE SUSTAINABLE TOURISM PRACTICES WHILE CELEBRATING LOCAL CULTURE AND MUSIC. 48. AHMAD IDHAM HAIQAL BIN AHMAD TAJUDIN MUSIC AND MENTAL HEALTH: EXPLORE THE USE OF MUSIC TECHNOLOGY IN THERAPEUTIC SETTINGS AND HOW IT CAN CONTRIBUTE TO MENTAL HEALTH AND WELL-BEING, ALIGNING WITH THE 49.
19 | P a g e SDG OF PROMOTING GOOD HEALTH AND WELL-BEING. NUR SABRINA MOHD HAZALI FATIN FAZRINA BINTI AMERUZI MUHAMMAD AQIL BIN ABD WAHAB FACTORS INFLUENCING THE DECISION THE ADOPT RESPONSIBLE CONSUMPTION: A STUDY ON GEN Z ACCEPTANCE IN SHAH ALAM AREA 50. MUHAMMAD AQLI BIN AHMAD NORZAMRI MUHAMMAD ELMI HAMDI BIN NAZRI MUHAMMAD FARHAN BIN MOHD FADZIL PERCEPTION AND WILLINGNESS TO PAY FOR GREEN FOOD PACKAGING AMONG YOUNG CONSUMER 51. MUHAMMAD HANEEF DANIEL SCHMIDT ALIF AIMAN BIN ALIAS AHMAD ZIDANE BIN AHMAD FAUZI FOOD MARKETING TO TEENAGERS: EXAMINING THE POWER OF SOCIAL MEDIA PLATFORM ON FOOD AND BEVERAGES IN MALAYSIA 52. TENGKU AHMAD KHALID BIN TENGKU MOHAMED IZAM THARSHAN RAJ A/L CHANDRAN MUHAMMAD ADLI BIN MUHAMMAD SUHAIMI FACTOR OF SINGLE USE PLASTIC USAGE AMONG MALAYSIAN 53. THE EFFECTS OF MUSIC FESTIVAL HASLIZA BINTI ASPARI SOCIAL MEDIA POSTING ON ATTENDEES INTENTION TO VISIT 54. MUHAMMAD NABIL BIN SALEHUDDIN MUHAMMAD IRFAN FARHAN BIN KAMAL SUSTAINABLE FOOD CONSUMPTION PRACTICES: INSIGHTS INTO CONSUMERS’ EXPERIENCES AMONG YOUNG ADULT 55. MUHAMMAD KHAIROL ABID BIN ABDULLAH CUSTOMERS SELF SERVICE AUTOMATION TECHNOLOGY EXPERIENCE IN THE FAST FOOD RESTAURANT 56. MUHAHAMMAD AL-AMEEN BIN JUHARI USING TIKTOK IN TOURISM DESTINATION CHOICE: YOUNG TOURIST PERSPECTIVE 57. MUSEUM MANAGEMENT FACTORS PREMRAJ A/L RAJAH AFFECTING THE DECISION-MAKING OF MILLENIALS TOURISTS VISITING MUSEUMS 58. STUDY OF PURCHASE INTENTION BY MITHUNAN CONSAGA USING TREVAL AGENCY SERVICES AMONG GEN Z 59. NURIN SYAFIQAH BINTI MOHD NAZRI NURUL AIN ADILLA BINTI SAMIUN PERCEIVED SATISFACTION ON ROBOT AI SERVICE DELIVERY IN FOOD SERVICE BUSINESS 60.
20 | P a g e SYAFA A'TUL UZMA BINTI MOHD NIZAM ILYANI FATHINI BINTI MOHD JAFNI BAITI HAZIQAH BINTI YAHYA NURUL 'AFFIQAH AQILAH BINTI MOHD AZLI THE ACCEPTANCE OF QR AS PAYMENT AND ORDERING SYSTEM BY GENERATION X 61. MOHAMMAD NAJMUDDIN BIN ABDUL RAHMAN ADAM RUSZAINI BIN AHMAD RUSLAN MUHAMMAD AMIRUL BIN SHAMSUL KAMAL THE IMPACT OF TIKTOK VIDEO MARKETING ON DESTINATION FOOD IMAGE IN MALAYSIA 62. SUSTAINABILITY OF F&B SERVICE , SHERRY BINTI DINNY THE EMERGING OF ROBOT WAITER IN RESTAURANT 63. NIK AHMAD AFIQ BIN NIK MOHAMAD FAIDZA MUHAMMAD IKMAL HAIQAL BIN MOHD AZHAR MUHAMAD FARIESZWAN BIN BADRUL HISHAM Investigating motivations for Gen Z consumer toward ethical consumption.A study on shah alam area 64. Sustainable Visitors Experience in i-City : SHUGHANYAH AP SUPAYA An Analysis of attraction, Environmental Practices, and Tourism Satisfaction 65. AHMAD DANISH DANIAL BIN AHMAD RASHIDI MUHAMMAD SHAH HAIKAL BIN SHAH RAIMI AINA NASUHA BINTI ZULKIFLI INVESTIGATING THE TIKTOK INFLUENCE ON EATING BEHAVIOUR AMONG GENERATION Z 66. NESATHASAN VIVEGANDRAN Awareness Of Riverstorm Phenomenon Among Among Visitors at Kanching Eco Forest Park 67. LEYVESHVARMAN A/L BOHAR NAGARAJAN ANUREGA MANAGING AIRLINES EMISSIONS, NOISE AND BIRD STRIKES : PASSENGER PERSPECTIVE ON AIRLINES ENVIROMENTAL PRACTICES 68. RAMESH KUMAR A/L SOUNTHA RAJAN THE INFLUENCE OF SUSTINABLE EVENT PRACTICES ON ATTENDEE BEHAVIOR 69.
21 | P a g e TITLE: REGIONAL FOOD CONSUMPTION PATTERNS AND TRENDS IN SHAH ALAM MUHAMMAD FIRDAUS BIN OMAR DESMOND SOH JUN MING Supervisor: SIR MUHAMMAD SYAZWI ASNA BIN MAZLAN ABSTRACT Malaysians have a deep-rooted connection with the diverse array of traditional foods that have been a part of our country since ancient times. Malaysia's multicultural fabric comprises the Malay and Bumiputera, Chinese, and Indian ethnic communities. Efforts have been made to foster national unity through various political, economic, and social systems that embrace and celebrate this cultural diversity. However, studies examining influences and trends affecting consumers' intentions and attitudes towards regional food consumption are limited. This research adopts a quantitative approach to investigate the research problem, wherein respondents will be required to participate in a survey. With a sample size of 382, the researcher aims to analyze the influences on regional food and the trends that can be started from the regional food consumption. The study specifically targets the areas within Shah Alam, aiming to uncover the factors that shape respondents’ preferences for traditional foods. In the future, further research can delve deeper into this topic, conducting more comprehensive investigations while addressing any limitations encountered in this study. By doing so, researchers can enhance the understanding of the influences and dynamics behind regional food choices, contributing to the development of knowledge in this field. Keywords: regional food, food consumption, patterns, trends, price, quality, interaction
22 | P a g e CULTURE BITES: REALITY OF FOOD TRUCKS IN SHAH ALAM NUR SYAMIMI TASNEEM BINTI ISHAK SITI NUR ATHIRAH BINTI ABD RAUF Supervisor: MADAM NORHASYIMAH BINTI JUSOH Abstract The evolving food industry, driven by changing lifestyles, has led to a rise in demand for affordable and quick dining experiences. Food trucks have emerged as a stylish and budget-friendly response, offering diverse cuisines and appealing to the younger generation. While they transform traditional street food setups, concerns arise about the long-term sustainability of these businesses. Research focuses on understanding factors influencing customer repurchase intentions, considering affordability, convenience, and the excitement of the dining experience. The goal is to navigate challenges and ensure the success of food truck ventures in a dynamic dining landscape. This study aims to examine the relationships between price value, convenience value and food quality, as well as intention to repurchase. However, the ability to meet customer demands and requests becomes the most important. The objective of this research is to explore consumers' preferences for the food truck business by concentrating on three factors: price value, convenience value, and food quality. As a result, the study sought to analyze the characteristics that influence customers repurchase intentions for food truck products. With that, this paper discusses those factors along with their effect on intention to repurchase. A sample of 384 respondents from the people around Shah Alam was collected through an online survey with the quantitative method from the targeted population. The results of the questionnaire were analyzed through the Statistical Package for Social Science (SPSS) to showcase the factors presented in this paper has an effect in the people in Shah Alam intention to repurchase from food truck. Finding from the study can be used by institutions to better understand these factors to come up with efforts to increase the repurchase intention towards food truck. Keywords: Food Truck, Price Value, Convenience Value, Food Quality
23 | P a g e Food Safety and Sanitation Awareness in Making Malay Traditional Dessert Among Generation Z in Klang Valley Supervisor: CHEF ABDULL RAHMAN BIN ABDULLAH THUWAIBAH BINTI HASSAN BASRI Abstract This study investigates factors influencing food safety and sanitation awareness in making Malay traditional desserts among Generation Z related to knowledge and practices, issues in food safety, and awareness of sanitation. Traditional Malay desserts require unique preparation techniques that were created by a group of individuals with similar cultural traditions and lifestyles in a certain region. Towards the modern era, generation Z not all of them have experience making and preparing Malay desserts. Thus, this study aimed to explore the factors influencing the sustainability of Malay traditional desserts among Generation Z in Klang Valley. 407 respondents were recruited and responded to the questionnaire either online or physically. This is a cross-sectional study and the analysis was obtained using Statistical Package for Social Science Software (SPSS) version 27 to analyze the data collected. The result showed there is a relationship between all variables towards the sustainability of Malay traditional desserts with varying strength. Thus, it is important to understand the press toward food safety and sanitation awareness. Keywords: Food Safety, Sanitation Awareness, Knowledge, practices, Generation Z
24 | P a g e THE ROLE OF UTILISING FOREIGN LANGUAGES IN HOSPITALITY & TOURISM INDUSTRY Low Kok Hyee, Aida Yasmin Ariffin, Lalithambigai Baskar, Rashveen Nair Kesavan Supervisor: Miss CikAmelia binti Idris Abstract Foreign languages play a pivotal role in the Hospitality and Tourism industry. It serves as a cornerstone for effective communication and heightened guest satisfaction. This study investigates the nuanced perceptions of language proficiency among industry individuals, utilizing a quantitative survey which is by using questionnaire and approach with 40 participants, including students and employees. The key findings investigating the role of foreign language in the hospitality and tourism industry revealed compelling findings. Our study shows that overall proficiency in the English language of the respondents is good. Most of the respondents can speak in English while communicating with foreign customers. In the survey, the analysis underscores that proficiency in English is not just a linguistic skill but a critical factor influencing communication effectiveness. It will directly impact the guest satisfaction and overall service quality. Keywords : foreign language, English, hospitality, tourism, English proficiency
25 | P a g e SUSTAINABLE CONSUMPTION: HOW DOES SOCIAL MEDIA AFFECT ON THE CULTURAL FOOD CHOICES? DAYANGKU ADILA BINTI AG MOHAMAD IQQAH BINTI JEFRI Supervisor: MADAM FARA NADIA BINTI KAMARUDDIN ABSTRACT Social media can significantly influence cultural food sustainability by attracting customers and improving interaction with sellers. The internet's growing user base allows businesses to reach their target market and understand consumer perceptions. Factors influencing food choices, such as food-related features and societal impacts, are crucial for health and the environment. This research aimed to understand the social media influence, how it affects cultural food choices, and how it affects the sustainability of cultural foods. The study will use quantitative methods including surveys and questionnaires on cultural food choices, influencer review, and media food marketing. SPSS software was used to analyze the data and determine the link between the relevant variables. The findings of this research are that influencers are often viewed as members of the customer base, an analysis of these case studies demonstrated how social media allows food marketers to establish more genuine and direct connections with prospective consumers. In conclusion, this research shows that social media significantly influences food culture and choices, with influencers, photography, viral recipes, advertising, and social proof shaping eating habits. It's crucial to consider these influences for informed decisions. Individuals should be critical consumers of media messages, evaluating various biases and motives, in order to make educated food selections and maintain a healthy, balanced diet. Keywords: Social media, significantly, food, influences, cultural, sustainability, influencer review
26 | P a g e ETHIC FOOD CONSUMPTION INTENTION AT THE TOURING DESTINATION: A MALAYSIA PERSPECTIVE AMONG LOCAL TOURIST IN SELANGOR AMYLIA AFRINA BATRISYIA BINTI MOHD AZLAN MARDHIYYAH BINTI ZAHARI Supervisor: MADAM NUR HANIFA BINTI HAJI ZAINUL ABSTRACT Ethnic food has become increasingly essential in the local tourism economy as gourmet tourism grows. Ethnic food is not just a sign of a destination's food culture, it can also provide tourists with a deeper sensory and cultural experience, allowing them to satisfy their personalized experience demands. The purpose of this study is to investigate the elements that influenced the local tourist in their intention to consume ethnic food in touring destinations, especially in Selangor area. This research provided an in-depth explanation of critical variables to promote ethnic food to local tourists. This research used the quantitative approach to study the research problem, and respondents needed to answer the questionnaire. The data has been analyzed using SPSS to identify the relationship between price, attractiveness, experiences, and familiarity towards the intention to consume ethnic food. The findings of this study can be used to promote ethnic food among local tourists in Selangor. Keywords: ethnic food, intention to consume, price, attractiveness, experiences, knowledge, Selangor.
27 | P a g e AWARENESS OF ART AND CULTURE RECREATION AMONG MSU FINAL YEAR STUDENTS AIZUDDIN AFIF BIN ZAILANI JARED DORAN SIDIN Supervisor: SIR MUHAMMAD ASRAF BIN ZULZALI ABSTRACT Most of the problems faced by students from higher learning institutions are related to internal and external factors, such as, personal problems, difficulty adjusting, academic pressure, boredom, burnout, etc. Usually, management of higher learning institutions will initiate suitable solutions to assist students in dealing with the mentioned problems, and one of the approaches commonly practiced in art and culture recreation activities. However, the question is to what extent students in higher learning institutions are aware of the activities mentioned above, specifically in MSU. In order to meet the objectives of the study, investigation of the awareness of art and culture recreation activities in MSU will be conducted using a KAP Model which include three measurement constructs, i.e. knowledge, attitude and practices.
28 | P a g e RISK MANAGEMENT: THE STUDY OF CROWDS MANAGEMENT FOR MUSIC FESTIVALS IN MALAYSIA IRDEENA BALQIS BINTI MOHD SHAFANI CAREENA ANNE A/P SIVARAMAN Supervisor: SIR MUHAMMAD FITRI BIN SUHAIMI ABSTRACT The purpose of this study is on Crowds Management For Music Festival In Malaysia as the goal of the study. The study was to examine the problems. This was an initiative to understand and ways to monitor crowds at music festivals in Malaysia. The researchers used quantitative analysis to determine the associations between the variables. Starting with WSN architecture, Human workforce and Malaysian Legislation Acts are the methods of how we can monitor a music festival in Malaysia. Apart from that, readers will understand whether these methods are advantageous or detrimental as a result. To sum up, this study reveals the three independent variables WSN (wireless sensor network), Human workforce, and Malaysia Legislation Acts and one dependent variable (Monitoring crowds at music festivals in Malaysia). Keywords: Crowds Management, Risk Management, Music Festival In Malaysia, Wireless Sensor Network, Human Workforce, Malaysian Legislation Acts, Monitoring.
29 | P a g e THE IMPACTS OF CULTURAL FESTIVAL ON SOCIAL WELLBEING - A STUDY ON RAINFOREST MUSIC WORLD FESTIVAL NUR HUMAIRA BATRISYIA BINTI AHMAD JAMIL NOR ATHIRAH DAMIA BINTI AHMAD KAMEL Supervisor: MADAM NUR AMIRAH BINTI MAZME ABSTRACT This study is to identify the impacts of cultural festivals on social wellbeing - a study on Rainforest Music World Festival. This is an initiative to understand how a music festival that includes unique local culture in the design of the programme can impact the social wellbeing. This research is a quantitative analysis to determine the associations between the variables. Starting with cultures, socialization and emotions are the greatest causes of how this Rainforest Music World Festival can have an impact on social wellbeing. Readers will understand whether these impacts are advantageous or detrimental as a result. To sum up, this study reveals three independent variables (cultures, socialization and emotions) and one dependent variable (impact of cultural festival on social wellbeing). Keywords : Festival experience, Rainforest Music World Festival, Culture, Social wellbeing
30 | P a g e CULTURE HERITAGE TOURISM: DETERMINANTS OF BEHAVIOURAL INTENTION TO VISIT A HISTORICAL DESTINATION AMONG GEN Z NURUL HAFIZA BT MD BUHARI ZULAIKHA NUR BT SHAHAMIR FARIZ Supervisor: MADAM NOOR AISHAH ABSTRACT This study was conducted to do research on Generation Z in Klang Valley behavioural intention towards visiting historical destination. This study was conducted using quantitative techniques by distributing google form to Generation Z in Klang Valley area. There is three IV that we choose for this research which is E Word of Mouth, Destination Image and Perceived Value and this study is to see which IV influenced Generation Z intention of visiting historical destination the most. Keywords: Generation Z, Historical Destination, Intention, E Word of Mouth, Destination Image, Perceived Value
31 | P a g e IMPACT OF NATIONAL CULTURE ON FLAG CARRIER OPERATION: CASE OF MALAYSIA TIRTHANA VAISHNAVI Supervisor: Madam Nik Hamidah ABSTRACT In this study, it is examined how a country's culture affects the quality of airline operations which is included in few variables and they are in-flight entertainment, in-flight meals and staff ethics and lastly flag carrier operation. National culture has deep implications for variations in organizations' behaviors and performance. The cultural norms and values in the airline operations are significantly dissimilar. In general, organizations or businesses tend to adopt the standards, values, and cultures of their home countries. The significance of this study is to find out whether or not national culture element has any significant impact in the airline industry. This study will focus on the national culture itself. This research used the quantitative approach to study the research problem, and respondents needed to answer the questionnaire. The national flag carrier here is referring to Malaysia Airlines. Keywords : National culture, airlines operation, flag carrier.
32 | P a g e THE RELATIONSHIP BETWEEN HEALTHY WORK ENVIRONMENT AND JOB SATISFACTION IN HOTEL INDUSTRY Nur Afiqah Binti Yusuf; Nur Iman Natasya Binti Zamani Supervisor: MS REBECA ROSARY Abstract The hotel industry in Malaysia is a significant contributor to the country's economy. The industry's success is largely attributed to employees' loyalty and job satisfaction, which have implications for the level of service provided, customer satisfaction, and the competitiveness of the industry. This research aimed to understand the factors affecting job satisfaction in the hotel industry in Malaysia and discover ways to improve the working environment to achieve job satisfaction among staff. The study employed quantitative methods, by distributing online questionnaires, to hotel employees from three star to five star hotels. The data was analyzed using SPSS software to identify how working hours, remuneration, relationship with co-workers, and organizational culture contributed to job satisfaction. The findings of this research is crucial for stakeholders, policymakers, and the industry as a whole to improve job satisfaction and enhance work-life balance, which leads to improved productivity. Key Words: Hotel industry, Job satisfaction, Work environment, Working hours, Remuneration, Relationship with co-workers, Organizational culture
33 | P a g e "The Impact of Ecotourism on Endemic Toward Future Travel Intentions : Study on Kelantan Travellers". NUR AL-HAFIZAH AKHTAR BT MOHD ZAID SUKPRIYA NILRAT A/P ARI Supervisor: MS NUR AIN NABILA BT AZMI ABSTRACT The ecotourism sector has been expended all over the world including Malaysia. This research delves into the realm of ecotourism, seeking to understand the factors influencing individuals' intentions to engage in sustainable tourism practices. The study adopts the Theory of Planned Behavior (TPB) as its theoretical framework to investigate the cognitive processes that shape individuals' intentions and behaviors in the context of ecotourism. The TPB posits that behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control as a foundation. The current impact of ecotourism on the endemic phase of travel intentions is very concerning, and travellers continue to be hesitant to participate in tourism activities due to potential health risks. The data obtained were analyzed using SPSS v27 in order to achieve the study's objectives. The main objectives is to identify the influence of travellers’ attitudes, subjective norms and perceived behavioural control on future travel intention. A questionnaire was used to collect data on respondents' knowledge, opinions, and experiences on "Impact of Ecotourism on Endemic toward Future Travel Intentions: A Study on Kelantan Travellers”. The study’s findings may be of some assistance to the industry and have added significant data that other studies use. Keywords: Ecotourism, Endemic, Theory of Planned Behavior (TPB), Attitudes, Subjective Norms, Future Travel Intentions.
34 | P a g e THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY IN KELANTAN Noor Farah Hanim and Thamarai Sellvi Supervisor: MS FATIN NABILA BT MOHD NAZRI ABSTRACT The purpose of this study is to empirically investigate the impact of service quality and customer satisfaction at a hotel in Kelantan, Malaysia. To assess customer satisfaction, a modified SERVQUAL model is used in this study. Customer satisfaction is a function that is used to identify the relationship between actual service performance and customers inner expectations. Hence, it is vital to analyze how the five dimensions of service quality tend to influence the overall customer satisfaction level in the hotel industry. In Malaysia, the hotel business is gradually expanding, and it is significant for hoteliers to clearly understand which qualities of services enable them to stand out among other competitors and increase customer satisfaction. Through the analysis of this study, we evaluated the level of customer satisfaction by using quantitative methods. The collected data was analyzed using SPSS software. We conclude by discussing the results and suggesting improvements in hotel customer satisfaction management. The findings revealed that three dimensions of service quality, which are tangibility, assurance, and empathy, positively influence customer satisfaction, whereas two dimensions of service quality, which are reliability and responsiveness, do not have a significant impact. As a result, it is suggested for hotels in Kelantan to appropriately apply relevant, specific tactics to enhance those components of service quality as well as customer satisfaction. Key words: Service Quality, Customer Satisfaction, Hotel Industry and SERVQUAL Model
35 | P a g e INSTAFAMOUS INFLUENCE TOWARDS ATTENDEES' PARTICIPATION - A STUDY OF CULTURAL FESTIVAL IN KUALA LUMPUR ARIFFAH NASUHA BINTI NASIR NUR YASMIN WAHIDA MOHAMAD PADZIL Supervisor: MADAM NUR AMIRAH BINTI MAZME ABSTRACT The purpose of the research was to look at the problems. The goal of the experiment was to determine how participants might be impacted by the effect of Instagram celebrities on other Instagram celebrities. The researchers employed quantitative analysis to ascertain the correlations between the variables. With billions of users every day, social media platforms are essential catalysts for enabling ongoing interactions between people and technology, which are revolutionising civilizations. The International Journal of Cultural Studies is one of the journals that is examined. Perspectives on festival research include festival audiences, festivals as a venue for negotiating cultural identities, festivals as a component of a subcultural network, and festivals as spectacles. . Studies reveal that the attitudes and behaviours of an audience towards a brand can be more effectively shaped by a social media influencer who is dependable and likeable. Influencers on social media can increase user engagement by pushing users to interact with one another and share their suggestions. In conclusion, this study reveals one dependent variable (insta famous influence) along with four independent variables (source credibility, social presence, and self-presentation). Keywords: Instafamous influence, social media, cultural festivals, attendees’
36 | P a g e THE INFLUENCE OF KELANTANESE HERITAGE FOOD ON BEHAVIORAL INTENTIONS AMONG MALAYSIAN DOMESTIC TOURISTS. SYAFIZA SYAHANA BINTI SOPHIE NUR ALYAA BINTI MOHD ZAMANI Supervisor: SIR SHUFRI BIN JOHARI ABSTRACT This study aimed to investigate the influence of Kelantanese heritage food on behavioral intentions among Malaysian domestic tourists and to identify their behavioral intentions towards the quality, emotional, and knowledge value of Kelantanese heritage food. The study was significant because it could enhance our understanding of the role of food in domestic tourism and provide valuable insights into the factors that shape tourist decision-making processes. The study's findings could inform tourism stakeholders and policymakers on promoting domestic tourism by leveraging Malaysia's unique and diverse culinary heritage. The study employed quantitative methods, including surveys and questionnaires, to collect data from Malaysian domestic tourists who had visited Kelantan to try its food. The data was analyzed using SPSS software to identify the relationships between the variables of interest. The study was expected to significantly contribute to the existing body of knowledge on the influence of heritage food on tourist behavior. The study findings could be used to develop strategies to promote Kelantanese heritage food tourism and attract more domestic tourists to the state. Keywords: Kelantanese heritage food, behavioral intentions, domestic tourists, quality value, emotional value, knowledge value, culinary heritage.
37 | P a g e USER INTENTION TOWARDS A MUSIC STREAMING Supervisor: MADAM JUNAIDAH ABU BAKAR SYAREENA BT MOHD JOHAR MOHAMAD SYAFIQ BIN RAMLI ABSTRACT As the popularity of music streaming services grows, understanding user intentions becomes increasingly important for improving user experience and platform performance. This study looks into the various components of user intentions in the context of music streaming platforms, with an emphasis on characteristics that influence user satisfaction. Overall, the research suggests that a combination of factors influences user intentions towards music streaming service. While perceived usefulness and ease of use are important, social influence and personalized features also play a significant role in driving user adoption. The music streaming industry is constantly evolving and it is essential for providers to continue to innovate and provide new features that cater to users’ preference and needs. This research adopts a quantitative approach to investigate the research problem, wherein respondents will be required to participate in a survey. The researcher intends to analyze the influences on user intention towards music streaming services using a sample size of 384. The study focuses on Klang Valley areas, with the goal of discovering the factors that influence user intention towards music streaming services. Keywords: Playfulness, Ease of use, Price value, Music streaming
38 | P a g e THE INFLUENCE OF INSTAGRAM ON GENERATION Y AND Z BEHAVIOR MUHAMMAD HAZIM BIN ZAIDI MUHAMMAD HAZIM BIN MOHAMMAD JOHARI Supervisor: MADAM ROZZANA BINTI IHSANUDDIN Abstract Given that 67% of Millennials and 66% of Gen Z use Instagram, the platform is still well-liked by these generations of consumers, making it one of the most popular social networks among young people. The aim of this study is to investigate influences of the informational, emotional, and entertaining dimensions towards Generation Z and Y in Shah Alam, Selangor. An online questionnaire was distributed to 389 respondents in Shah Alam as part of the study's descriptive research design. The data is then collected using SPSS version 26, a statistical package for the social sciences. Keywords: Social media, Consumer behaviour, Generation Y, Generation Z, Instagram
39 | P a g e GENERATION Z MOTIVATION TOWARDS HERITAGE SITE IN SELANGOR YUVENDARAA RAO A/L RAUICHANDRAN NUR SYAFIQA DANIA BINTI MOHAMAD SHUHAIRI Supervisor: MR. AZIZUL BIN JAMALUDIN ABSTRACT This study was conducted to examine Generation Z motivation towards the heritage site in Selangor. This study was conducted using quantitative techniques or methods using a table data info. Readers will understand the push and pull motivation factor of Generation Z towards heritage site in Selangor. Keywords : Generation Z, Motivation towards heritage site, Destination choice, Destination image, Tourism activities
40 | P a g e THE EFFECT OF ENGLISH PROFICIENCY TOWARDS MALAY EMPLOYEE NURFARISYA BINTI MUHAMED Supervisor: NURUL AMIRAH BT MOHD RASLI ABSTRACT The purpose of doing this research is to find out the importance of English proficiency among employees in Malaysia. The employee can accept the international assignment without any compulsion from the employer. From that, we can see that an employee out there can fluently use the English language while doing their international assignment. For this, an experimental design was conducted involving the Malay employee of a Malaysian company. The employee must know their job to do the international assignment and be good with English. Through this, I found the willingness to accept the international assignment. We know that many Malay employees have knowledge of the English language, but some do not have the passion to learn a new language. From there, the research objectives can help them develop a passion for the English language. Keywords: Willingness to accept international assignment, social support, selfmotivation,language competence
41 | P a g e RECOGNITION, ATTITUDES AND PREFERENCE OF TRADITIONAL FRUITS INTAKE AMONG GEN-Z IN SHAH ALAM NABILAH BINTI ABDUL RAZAK RAFIQIN LIYANA BINTI RAZMIN Supervisor: SIR AHMAD SAYUTI BIN YAHYA Traditional fruits have been an integral part of many cultures for centuries. However, with the advent of modernization and globalization, the consumption of traditional fruits has declined significantly, especially among younger generations. This research used a quantitative approach to study the research problem and the respondent needs to answer a questionnaire provided. This research aims to investigate the recognition, attitude, and preference of traditional fruits intake among generation Z. The data Keyword : Traditional, Fruits, Gen Z, Consumption, Recognition, Attitude, Preference
42 | P a g e HERITAGE TOURISM: THE EFFECT OF HERITAGE BRAND IN TOURIST'S SATISFACTION AINA NADZIHA BINTI BAHARUDDIN NUR SABRINA BINTI AHMAD ZAKUAN Supervisor: MADAM FATIN ADILA BINTI MD DITON Abstract Purpose - This study aims to explore the relationships among heritage brand awareness, heritage brand image, heritage brand quality, heritage brand value and tourist satisfaction of heritage site tourists. Design/ methodology/approach - The quantitative research method was used in the study. A survey technique was used to collect data. Data were applied to incoming domestic and international tourists to Malacca. Findings - The findings revealed that brand awareness, brand image, brand quality and brand value have positively and directly provided satisfaction to both local and international tourists. Practical implications - The study suggests that the positive reputation of heritage sites, well-kept architecture, high-quality tourism experience, and affordable pricing of heritage sites are crucial to increase the number of tourists satisfaction in Malacca. Originality/value - Malacca is a famous UNESCO heritage site in Malaysia attracting domestic and international tourists. In this study, a survey is carried out to measure the tourists’ satisfaction with heritage brands. Keywords - Heritage tourism, Brand awareness, Brand image, Brand quality, Brand value, Tourist satisfaction Paper type - Research paper
43 | P a g e PENETRATION OF MODERN CONVENIENCE STORES IN MALAYSIA: THE ATRRIBUTES OF THEIR GROWTH ALIFF IMRAN BIN RUSLI CHYRIL GARRY PETER Supervisor: CHEF WAN ARIFF BIN WAN MAHAMOOD Abstract This research aims to investigate the penetration and growth attributes of modern convenience stores in Malaysia, particularly in the context of their impact on the retail industry. The study will analyze the factors that have contributed to the increasing popularity of modern convenience stores, such as changing consumer preferences, urbanization, and technological advancements. It will also examine the strategies adopted by these stores to gain a competitive edge in the market, such as product diversification, pricing, and marketing. The research will utilize both primary and secondary data sources, including surveys, interviews, and industry reports, to provide a comprehensive understanding of the phenomenon. The findings will contribute to a better understanding of the retail industry in Malaysia and provide insights for stakeholders in the sector. Keywords: modern, convenience store, growth attributes, key drivers, Malaysia.
44 | P a g e THE ROLE OF LOCAL FOOD IN SHAH ALAM : FOCUS ON KNOWLEDGE AND FOOD PROMOTION DENESH KUMAR A/L SIVALINGAM MUHAMMAD AZMIRUL AIMAN BIN TARUS @ DARUS Supervisor: SIR HAKIM BIN HAMDAN ABSTRACT Local food is an important part of the country’s culture and represents a particular taste of this region. Since Malaysia is a multicultural nation, it has Malay and Bumiputera, Chinese, and Indians.The country hosts many cultures, which has resulted in a number of policies introduced to foster national unity, by way of politics, economy, and sociology.Nevertheless, research into the significance of local food is scant. The research applies a quantitative approach, which involves conducting a survey among respondents. Specifically, the purpose of this study is to examine the influence of local food on the people living in Shah Alam with a sample size of 382. This study is particularly focused on some specific places in Shah Alam to find out what makes people want the native delicacies. However, this study provides a basis for deeper future research and more extensive studies, taking up every identified limitation for investigation. This enables researchers to increase knowledge on the role of local food in Shah Alam, helping the advancement of knowledge. Keywords: role of local food, local food, Shah Alam, knowledge about local food, food promotion
45 | P a g e HE EFFECTIVENESS OF COMMUNITY ENGAGEMENT PROGRAM THE EFFECTIVENESS OF COMMUNITY ENGAGEMENT PROGRAM TOWARDS URBAN POOR COMMUNITY DEVELOPMENT: A STUDY OF MSU MYNEIGHBOURS PROGRAM NUR AIESHA BINTI ABDUL RASHID HUMAIRAH BINTI MOHD FAIZAL HUMAIRAH BINTI MOHD FAIZAL NUR AIESHA BINTI AUL RASHIDNU AIESHA BINTI ABDUL RASHID URBAN POOR COMMUNITY DEVELOPMENT: A STUDY OF MSU MYNEIGHBOURS PROGRAM Supervisor: MISS ZAKMALISA ERNA BINTI MD ZAKI ABSTRACT MyNeighbour program has grown in importance in recent years, with the MSU in order to help the urban poor. HeARTS intends to achieve the Sustainable Development Goal (SDG) 11: Sustainable Cities and Communities, through its community involvement project MyNeighbours, by fostering both community and collaboration.My Neighbours with the theme Nurturing Genaration, Building Society, intends to strengthen the asnaf community's economic capabilities via knowledge and skills. Courses for the urban community include basic business design, basic sewing, a food costing guide, and a baking workshop free of charge. It is called a knowledge transfer program between the university and the community. There will be instructors from outside the Management and Science University (MSU) who will be invited and have experience in industry will be instructing the participants during the program. As a result, the goal of this research is to better understand the effectiveness of the MyNeighbours program towards 40 asnaf perceptions of standards of living, entrepreneur, skills and knowledge. This study's research will provide new insights into how and why this MyNeighbours program important these factors are in asnaf perceptions of standard of living, entrepreneurship, skills and knowledge. Understanding how asnaf rate their MyNeighbours experience is more important than ever, especially as the number of classes increases and attendees have a wider range of different classes to choose from. As the organizer of a MyNeighbours program, they must always ensure that their asnaf are satisfied. With heightened awareness and expectations, there is an opportunity for the government to show the effective engagement program towards urban poor through incorporating MyNeigbours program into all operations and events. Doing so can also result in helping many asnaf by improving the use of skills and knowledge. Examples of actions that will both improve your event’s more and can help more asnaf. Overall, the purpose of this research is to determine the effectiveness of MyNeighbours program towards asnaf’s perceptions of their standard of living, entrepreneur, skills and knowledge. Keywords: MyNeighbours program towards Asnaf, Standards of living, Entrepreneur, Skills and Knowledges
46 | P a g e Effects of Recreational Activities towards Culture and Heritage as a Learning Experience *A.Amirah, Petol M. N., and N. Aiman MARSHALL NEO PETOL AIMAN NASUTION BIN ABAS NASUTION Supervisor: NUR AMIRAH BT ALIAS The purpose of this study is to identify and determine the effects of recreational activities towards culture and heritage if it can be used as a learning experience. Recreational activities play an important role in everyone’s daily lives, and so does culture and heritage. The main issue of this research is that recreational activities that have a growing number of tourists will have negative impacts towards the locals. The main objective of this research is to identify the effects of recreational activities towards culture and heritage learning experience. Quantitative method will be used for this research. A total of 375 respondents will answer a survey (Google Form) and the data gathered will be analysed through SPSS to better understand the results and find a conclusion. This is important as it may be of use to future researchers in terms of the outdoor recreation industry. Keywords: Recreational activities, Culture, Heritage, Learning Experience
47 | P a g e FACTOR INFLUENCE THE ACCEPTANCE MOBILE APPLICATION IN DIGITAL TOURISM AMONG GEN X NURSYUHADA BINTI MOHD GHANI NUR FATIN NABILA BINTI MOHD HANAFI Supervisor: MS NURUL NAJWA BT SAEDI ABSTRACT The rapid pace of technological changes gives new vibes and experiences to the people involved in the industry. Create more strategy and opportunity to compete and survive in the industry to gain more profit and spread the technology's ideology in the industry. This study aims to identify the factors affecting the use of digital tourism in the tourism industry among Gen X in Kelantan state. The issue is Gen X takes more time to accept the digital app in the digital tourism industry. The objective of this study is to investigate the relationship between perceived usefulness and technology acceptance among Gen X. Meanwhile, the relationship between trust and social influence towards factors affecting the acceptance of digital Tourism among Gen X in Kelantan also will be investigated. This study will use a quantitative method and non-probability sampling technique in order to know the acceptance of Generation X towards digital tourism in the mobile application, a screening method will be used to achieve the actual respondents for this study. The respondent who is likely to travel will be chosen to answer the questions. The result of this study will be able to enhance the tourism industry sector to develop more digital platforms. Keywords: Digital Tourism, Digital Technology, Mobile Application, Generation X, Tourism Industry
48 | P a g e TOURIST SATISFACTION MEASUREMENT IN CAMERON HIGHLANDS PAHANG MUHAMAD FAKHRI BIN BADRUL HISHAM Supervisor: NOOR AZIMAH BINTI HASSAN ABSTRACT International tourism has shown tremendous growth over the past three decades. Although various studies have examined tourists’ revisit intention in predicting actual behavior, variety-seeking nature and intense competition have impeded tourists’ from returning to the same destination. As emotion represents one of the important elements in tourist decision making, this study examine the Determinants of Revisit Intention in Kota Bharu, Kelantan. This study adapted and integrated conceptual framework based on Norm Activation Model and Theory of Planned Behavior. First and foremost, this study examines awareness of consequences, ascription of responsibility, personal norm and emotional experiences such as love, joy and positive attitude to quantify the predictive strength and revisit intention. It further contributes to understanding the link between tourist revisit intention and emotional experience. Keywords: Revisit intention, Kota Bharu, NAM, TPB
49 | P a g e THE AWARENESS OF MUSLIM WOMEN ON SYARIAH COMPLIANTS SPA CONCEPT IN KLANG, SELANGOR. Iryani Fatini Binti Idham , Nor Salfina Binti Said Supervisor: MADAM DALILLAH MD.SALLEH Abstract The study aimed to assess the the awareness of Muslim women on Syariah compliants spa concept in Klang, Selangor. The study used the quantitative method. The target population in this study is the awareness Shari’ah complaints spa concept in Klang, Selangor. The sample size is set to 66. In this study, the researcher uses non-probability sampling, for which the element is based on convenience. Data analysis was conducted by using IBM-SPPSS version 23.0. This software is used to do analysis descriptive statistics, such as frequencies and mean as well as inferential analysis. A very significant positive correlation of 0.778 is found between "Customer Acceptance" and "Shari'ah-Compliant Spa Concept". This high coefficient suggests that customers are much more likely to accept or like Shari'ah-compliant spas when they have a thorough comprehension of or respect for the idea behind such businesses. The correlation coefficient between "Customer Acceptance" and "Shari'ah Practises at Spa" is positive, standing at 0.400. Despite being less than the earlier number, this one still shows a moderately good association. This suggests that as Shari'ah practises are adopted and used by spas more frequently, customers' acceptance of these businesses gradually increases. The multiple correlation coefficient, or R value (0.792), shows the relationship between the observed and anticipated values of the dependent variable, customer acceptance. A strong association is indicated by the R value's relative height. This information emphasises the necessity for spas intending to serve clients desiring Shari'ah adherence to both educate potential clients about their practises and genuinely incorporate these practises into their business operations. This research was limited to spa and wellness Muslim women in Klang, Selangor. The study was as well limited to a day spa. Incorporating diverse age groups and urban/rural locales into the study would yield a more all-encompassing comprehension of the topic. Keywords: Shari’ah, Spa, Malaysia, Wellness, Tourism
50 | P a g e INTERPRETATION OF NUSANTARA CHILDHOOD NOSTALGIC ANIS BINTI SALAHUDDIN Supervisor: MISS YONG SYAHMI SUFIA ABSTRACT This research delves into the unique intersection of cultural heritage and fashion design, specifically exploring the interpretation of Nusantara childhood nostalgia through creative expressions. Utilizing a design centric approach, the study investigates how fashion designers draw inspiration from the rich tapestry of Nusantara childhood memories to create unique and culturally resonant designs. The research uncovers the ways in which designers incorporate elements of traditional rituals, communal bonds, and indigenous folklore into their fashion creations.The findings contribute to a broader understanding of how fashion serves as a medium for cultural expression, enabling the preservation and reinterpretation of Nusantara childhood memories. This research holds implications for the fashion industry, cultural heritage preservation, and the broader discourse on the intersection of tradition and contemporary design. KEYWORDS : Nusantara, Childhood, Nostalgic, Fashion interpretation